Pharmaceutical Marketing Research

mRXTM
 India’s largest Independent Full Service Market Research
Firm
 ISO 9000 Certified
 Deep working relationships with some of India’s leading
companies
 40 CATI stations for Global and local studies
 Blue Chip references worldwide and across verticals
 9 locations across India
Research Solutions
 Concept Screening and Testing
 Product Potential Testing
 Available across RX, OTC
 Pricing Studies
-Determining the optimum price for new products in
established markets
-Estimating demand at various price points
-Competitor response modeling
-Cannibalization of existing lines
 Packaging Studies
-Assessment of impact on crowded shelves
-Persuasion to consider purchasing
-Diagnostics on design
-Allows testing of possible new designs and carry out
checks on existing designs
 Assess the brands positioning along the key
diagnostic parameters of differentiation
relevance opinion and value for money
 Understand the market specific attitudes that
are driving reaction to the key diagnostic
parameters
 Measure consumer commitment to the brand
to identify loyal, vulnerable and winnable
customers
 Our copy testing system provides key insights
on
 The potential of your commercial to impact sales.
 How the ad is contributing to brand equity.
 How well it fits with your ad strategy.
 How to optimize the ads effectiveness
 Understand the consumer
 Penetration and profile
 Consumption habits
 Needs and motivations
 General attitudes
 Consumer segmentation

 Understand the Market

 The brands which are known, purchased, lapsed, considered in the consumer's repertoire etc
 The market drivers in terms of needs
 Brand sectoring
 Consumer segments relative to the market

 Understand where your brand fits in

 The brands which are known, purchased, lapsed, considered in the consumer's repertoire etc
 The market drivers in terms of needs
 Brand sectoring
 Consumer segments relative to the market
Pharmaceutical Marketing
Research Practice

Research Techniques
 Quantitative
 Face to face
 CATI
 Qualitative
 Focus Groups
 Triads/Dyads
 Extended Creativity Groups
 Depth interviews
 Online
 Brand Re-launch and Campaign Strategy Design

Objectives - To identify what was blocking brand growth.

Project details - Multi-stage, multi-methodology program.

Semiotic analysis, Neuro-Linguistic Programming,
Transactional Analysis and Process Technology.

Outcome - Brand re-launched; campaign strategy and

advertising revised. Representatives re-trained. Sales
markedly increased
 Pre-empting Competition and Gaining Market
Share
Objectives - To ensure launch would have
greater impact than that of competitor.
Project details - Three stage qualitative project
to identify motivators, optimal tone for both
brands, allowing client to develop effective
blocking strategy.
Outcome - Product out-performed competitor
and clients own expectations.
 GSK
 Johnson and Johnson
 ACNielsen
 Novartis
 Ranbaxy
 Bayer
 Aventis Pharmaceuticals
 Bristol Myers
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